Roman has launched Good., a new transversal business unit from which it intends to continue driving the growth of brands by accompanying them in their transition towards sustainability, social impact and the activation of their corporate purpose as a competitive value proposition.
The new department is led by José María Batalla, Chief Creative & Purpose of Roman, who, since the creation of La Casa de Carlota in 2013 (acquired this year by Roman) -recognised by the UN as a model of innovation and social impact unique in the world-, works focused on the sustainability sector and the positive impact for brands. Currently, Batalla, in addition to teaching on the Master’s Degree in Competitive Social Transformation at the Complutense University of Madrid and the Master’s Degree in Strategic Planning at the Autonomous University of Barcelona, is a member of the board of trustees of the Lovaas Foundation, the Unlimited Spain Circle and the Multipliers B Corp. ecosystem.
For Good, he has a team specialised in the diagnosis, measurement and analysis of the social and environmental impact of brands, and his own work methodology for the execution and implementation of sustainability strategies and projects, which, in turn, will be fed by the rest of the consultancy firm’s units. In this sense, José María Batalla points out that “the great differential value is that any project that comes out of Good. will have the specialised services of the rest of Roman’s communication divisions: internal, corporate, digital, public affairs, brands & influence, branding, financial and international, and this is something that few agencies and consultancy firms can offer at the moment”.
To explain the concept of his division, Batalla states that “the time of blah blah blah and promises of the future is over, now it’s time to dance the cha cha cha, take action and become real players of change to solve the great challenges that affect people and the environment. This is what we citizens expect from the companies from which we buy their products and services.
“At Roman we have not only the opportunity but also the obligation to accompany our clients and their brands in this scenario of changes and social transformations, with the aim of making them truly transcendent and significant,” says Silvia Alsina, president and CEO of Roman. Along the same lines, Batalla explains that “this new area will allow us to work on concepts that until a few years ago were not part of companies’ narratives and yet have now become one of the most powerful weapons for competing and gaining reputation in the market”.